As we enter the Year of the Snake, millions of families across China are busy celebrating. The focus of Chinese New Year festivities is usually put on cultural symbols, local delicacies, and handmade crafts. Sitting alongside such traditional items, one can often find Ferrero Rocher, the Italian chocolate, playing an important role on the new year’s table.
The tradition of Ferrero Rocher at Chinese New Year is relatively young. In the 1940s, cocoa beans were scarce and expensive following World War II. Pietro Ferrero, the founder of Ferrero, had the innovative idea to mix cocoa with Italy’s abundant hazelnuts.
After numerous trials, they created a product that would become Nutella. Due to high demand, Ferrero shifted to factory production, focusing on quality and stable supply. The brand expanded with Kinder Chocolate in 1968, and the iconic Kinder Surprise egg in 1974. In 1982, Ferrero introduced Ferrero Rocher, the famous “golden ball” chocolate, solidifying their global success.
Ferrero entered China in the 1980s, initially through Hong Kong. The gold-wrapped chocolate quickly became a symbol of quality living, particularly during festive holidays like Chinese New Year and Valentine’s Day. By the 1990s, retail chains like Carrefour and Walmart helped expand Ferrero’s presence across China.
Ferrero’s success in China is largely due to its focus on product quality. The brand emphasizes freshness and quality control in every production step, making it appealing to Chinese consumers who prioritize high-quality snacks. This commitment has solidified Ferrero’s position in the Chinese market.
There’s also a widely believed rumor that Ferrero Rocher’s gold wrapper contains actual gold. This playful myth has become part of the brand’s charm, adding an extra layer of luxury to its image.
Today, Ferrero can be considered one of the most successful examples of foreign product localization in China. Now a go-to gift during the holidays, Ferrero Rocher is more than just a chocolate — it’s a part of cherished traditions and cherished moments, wrapped in gold and sweetness.
Banner image via RedNote
